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How Guy Kawasaki uses Twitter for marketing
25-Mar-2010
Guy Kawasaki - well
known author, venture capitalist and entrepreneur - loves Twitter because he says it
democratizes marketing. No matter who you are, you get 140 characters to
state your message, you can reach thousands of people, and it’s free. He
even thinks all email should only be 140 characters with no attachments.
Here is a brief sample of Guy Kawasaki’s tips for using Twitter to grow your
business:
Forget the “A” list
Before Twitter, marketers seeking publicity would try to woo the top
journalists and bloggers. Conventional thinking was, "if you suck up
to them, they will write about you.” The new marketing model means you
can now speak directly to your customers and other people who embrace what you
do - and if you do it well, they will become your evangelists.
Follow your followers
Automatically follow everyone who follows you, using a tool such as SocialToo. Following
your Twitter followers allows you to exchange direct messages with them.
It appears arrogant if you don't follow your Twitter followers.
Monitor
your brand
A tool like Tweetdeck
allows you to set up permanent searches to monitor comments about your brand.
Recently, a CEO complained on Twitter that he was receiving this RESULTS.com
Business Growth Tips email – yet he had never subscribed to it. Our
Tweetdeck search picked up this comment and we phoned him that day. It
turned out his assistant had subscribed him thinking he would benefit from the
educational content. He told us that he actually loved the Growth Tips
and immediately posted an apology to us on Twitter. He is now an advocate
who regularly “re-tweets” this newsletter to others.
Inform instead of
“me-form”
Instead of tweeting what you are doing - you should tweet about information
that you think your customers will find valuable. Yes, it’s okay to
promote your brand from time to time - but focus mainly on educating and
informing your customers.
Re-Tweeting is the key
The key measure of success is the number of times someone "retweets"
(forwards) your message on to their followers. To do this you must
provide interesting content. A person who re-tweets you is effectively
saying, “Your message is interesting enough that I am risking my reputation to
send it to other people.”
If you want to see what RESULTS.com finds interesting – follow us on Twitter - @RESULTSdotcom
News flash: Guy Kawasaki is now syndicating these Business Growth Tips on
his “online magazine rack” website - Alltop.com – in 3 categories: Leadership, Business-Intelligence,
and Marketing.
If you would like to syndicate our Business Growth Tips content in your
publication, website, or newsletter - please contact us.
Stephen Lynch
Chief Operating Officer - Global Operations
RESULTS.com
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